在地運動贊助者知覺的影響因素與效益分析－以台灣職棒台南區比賽為例

葉桂珍(Quey-Jen Yeh)

doi:10.6656/MR.2013.32.1.CHI.17

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在地运动赞助者知觉的影响因素与效益分析－以台湾职棒台南区比赛为例

Impacting Factors and the Effects of Grassroots Sport Sponsor Awareness-A Case of Taiwan Professional Baseball Game in Tainan Area

葉桂珍(Quey-Jen Yeh) , 　　导师：　　

繁体中文 DOI： 10.6656/MR.2013.32.1.CHI.17

在地运动；赞助者知觉；企业形象联想；品牌形象联想；阶层式效果；运动涉入； Grassroots Sport ； Sponsor Awareness ； Corporate Image Associate ； Brand Image Associate ； Hierarchy of Effect ； Sport Involvement

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摘要 │ 参考文献 (41) │ 被引用文献 (3) │ 国际计量

摘要〈TOP〉

并列摘要〈TOP〉

Taiwan Professional Baseball Game is a typical grassroots sport, and sponsor awareness is resulted by sponsorship exposure. Using games in Tainan area as an example, this paper attempts to analyze factors that influence audience's sponsor awareness and it subsequent effects. Because audiences of grassroots sports are usually highly sport involved, impacting factors comprise audience's sport involvement and sponsor's industrial sector and exposure spots. The effect model, purported to associate with sponsor's and brand images and purchase intention, is structured based on image transfer and Hierarchy of Effect theories by a path model: sponsor awareness → corporate image association → brand image association →purchase intention. Data were collected from randomly chosen audiences. Upon exiting the event venue, chosen subjects were asked to participate by completing a self-administered questionnaire, including recall and recognition of sponsors and questions of image associates and purchase intention. Data of sponsor exposure and industry were gathered separately. The main findings include: corporate image associate is different from brand image associate; through image associate, audiences of high sponsor awareness also showed high activeness and caring image, and high brand uniqueness and favor image, associated with the sponsors and purchase intention. Sponsors therefore should consider business sector-sport event fitness and assess sponsorship effect by sponsor awareness from target audience, rather than simply by exposure rate.

参考文献 ( 41 ) 〈TOP〉

Abratt, Russell,Clayton, Brian C.,Pitt, Leyland F.(1987).Corporate Objectives in Sports Sponsorship.International Journal of Advertising,6(4),299-311.
Alexandris, Kostas,Tsaousi, Elisabeth,James, Jeffrey(2007).Predicting Sponsorship Outcomes from Attitudinal Constructs: The Case of A Professional Basketball Event.Sport Marketing Quarterly,16(3),130-139.
Baron, Reuben M.,Kenny, David A.(1986).The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations.Journal of Personality and Social Psychology,51(6),1173-1182.
Barry, Thomas E.(1987).The Development of the Hierarchy of Effects: An historical perspective.Current Issues and Research in Advertising,9(2),251-295.
Bollen, Kenneth A.(1989).Structural Equations with Latent Variables.New York:John Wiley & Sons.

被引用文献 (3) 〈TOP〉

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引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。